Delaware Health and Social Services
Division of Services for Aging &
Adults with Physical Disabilities
Congregate Extreme Make-Over:
Targeting Today &Marketing to Boomers Tomorrow
Nirmala Abraham, MS, RD
4th State Units on Aging Nutritionists & Administrators
Conference – August 2006
Delaware
The First State…
Fighting Blue Hens
Delaware…
A Small Wonder
3 Counties…
•New Castle
•Kent
•Sussex
New Castle County
Wilmington…A Place to Be Somebody
Located just 30 miles from downtown Philadelphia
New Castle County
Wilmington…Largest City in DE
Located on the Delaware River...
Banking Capital
Chemical Industry
Pharmaceuticals
Blue Rocks Baseball
Kent County
Dover…State Capital
Legislative Hall
Dover Air Base
Manufactures Spacesuits
Sussex County
Agriculture &
Poultry Industry
Coastlines & Beaches
1 of the top 5 “Dream Towns” per recent AARP Survey
AGE WAVE
The 1st Wave of Boomers turned 60
in 2006
75.2
80
70
78.9
69.4
U.S. Census Bureau
65+ Population Statistics
60
Elderly
65+
53.2
Millions
50
Oldest
Old 85+
39.4
40
31.1
25.6
30
20
34.7
16.6
20
13.6
10
0.9
18.2
1.4
2.2
3
4.3
5.7
6.5
8.5
0
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050
Why Delaware???
• Among top 10 retirement states …resort
areas, affordable housing,
tax benefits,
proximity to major metropolitan areas,
moderate climate…
• In-state residents are choosing to retire closer
to home
In the News…
News Journal
March 16, 2006
“Population Booming in Southern Delaware”
June 6, 2004
“Developers bet seniors will move downstate”
55-plus communities lead surge in housing
 Proposals have been made for sites north of Dover and just south of
Milford that could add 1,700 homes for active adults by 2010.
The Challenge…
• How are senior centers & existing
congregate meal programs in the First State
targeting new consumers…Boomers?
• How are they diversifying to meet the needs
of rapidly changing demographics?
Congregate Meal Programs
are meeting the challenge...
HOW???
• Name Change
• Strategic Planning
• Facilities
• Networking &
Outreach
• Wellness Center
• Marketing Techniques
2 Successful Models of
Congregate Meal Programs
in Delaware
Modern Maturity Center
Kent County
CHEER- Sussex County
Senior Services
That was THEN…
•Modern Maturity Center
•1 large multi-purpose room
(multiple activities)
•Limited hours of operation
•Cafeteria-style dining
•Limited & traditional menu
items
This is NOW…
•“MMC” …Name Change in
Progress
•Modernized facility, multiple
rooms
•Increased hours of operation
•Diversified environment
•Variety of menu options
MMC
Facility & Congregate Program
Make-Over
• Facility renovations: softer colors, more greenery,
artwork, better signage
• Removed bulletin boards & similar items from dining
areas to eliminate school cafeteria image
• Upgrades to existing snack bar: includes bistro
seating & a lighter menu fare as an alternative to full
meal
Congregate Meal Program
Make-Over
A New Dining Experience…
•Staff wears uniforms & are trained in customer service to
provide more of a restaurant feel
•Beverage stations for tea, water, cups & napkins
•Dinner dances twice/month with banquet type meal, buffet,
dancing…
•Music provided before & during lunch
•Classes, meeting, support groups & education setting set to
end at 11:30 so participants may stay for lunch
More Changes…
A New Dining Experience…
•Dining room renovated with softer colors, artwork , greenery to
create a more casual dining setting
•Tables decorated with seasonal centerpieces
•Ethnic meals offered to tie in with cultural celebrations
•Picnic meals offered during summer
•A hostess circulates throughout the room & sends each table to
the buffet line rather than using a loud speaker…
Wellness… Fit for Life
Delaware
Senior
Olympics
Fitness Center
Walk Delaware
Challenge
Fitness Activities
Pool
“MMC” Medical Services Building
The new MMC Medical Building
opened in March, 2006.
Services include:
•Hope Clinic
•Delaware Curative Physical
Therapy and Rehabilitative Services
Ribbon Cutting
•Generations Home Health Care
•Bayhealth WalkIn Clinic
MMC Medical Building
March 2006
“MMC” Markets to Boomers…
• New ads depict active adults in sports or fitness setting
to create a new image of today’s “senior”
• Use of term “ active adult” vs. “senior citizen” to
reinforce image of vitality
• Advertise in new venues (Delaware Today Magazine) to
reach a different demographic
• Partner with local television & radio station with
younger demographic to target adults still working
• Use of “MMC” rather than “Modern Maturity Center”
in advertising…More focus on programs &
services…not the location.
CHEER
Sussex County Senior Services
8 locations throughout Sussex County
CHEER is Targeting Boomers…
Newest Resort Locations
Pelican Cove
Ocean View Leisure
• Bright, clean, NEW centers
• Fitness centers
• Expanded & weekend hours
• Building rentals to Boomer groups
CHEER
Then & Now
Older Facilities
• Hours:Mid-day hours
• Meals: traditional
menu
• Volunteers: Meals on
Wheels
• Activities: Health
screenings/immunizat
ions, bingo, cards,
Bible study, armchair exercises…
New Facilities
• Flexible hours & weekends
• Alternate menus, light fare,
special breakfasts & dinners
• Services: Health screenings,
support groups, counseling
• Volunteers: non-traditional
roles
• Education: Seminars on
investments & computer,
Defensive Driving.
• Leisure: Short trips, Movies,
Arts, Music, Dance, Bridge
Clubs, Cookouts
CHEER
Congregate Meals Make-over
Banquets, Dances,
Conferences, Seminars,
Special Events
Wellness
www.ndep.nih.gov
Small Steps….diabetes prevention programs completed at
Delaware congregate programs;
Evaluation showed behavioral changes related to
positive lifestyle changes.
Diabetes support and education groups at sites focus on
management of diabetes.
The trend with chronic disease is to provide resources
on both prevention and management.
Moving Forward…
Boomers & Challenges for the Future…
•Aging in Place
•Living Longer
•More Diverse
Challenge for Congregate Programs:
Integrating & responding to needs of
multiple generations & cultures…